Czeski błąd
Ze względu na doświadczenie w zarządzaniu firmami IT w międzynarodowym środowisku (swojego czasu kilka dni w tygodniu spędzałem w Pradze, starając się doprowadzić do porządku czeski oddział Tech Daty) pozwoliłem sobie znaczenie pojęcia „czeski błąd” rozszerzyć na obszar biznesu.

Pod koniec listopada z uwagą czytałem komunikaty giełdowe
trzech największych polskich dystrybutorów na temat ich wyników w III
kwartale. Najwięcej do komentowania miał zarząd ABC Daty, który musiał
skorygować – i to w dół – swoją roczną prognozę wyniku.
Przyczyną tych korekt (wedle komunikatu) była konieczność stworzenia rezerw,
między innymi na nieściągalne należności powstałe w czeskim oddziale ABC
Daty. Kiedyś sprzedał komuś znaczną ilość towaru i nie może wyegzekwować
zapłaty za tę transakcję.
Gdzie tu czeski błąd? Ano w tym, że ABC Data,
wchodząc na rynek czeski, stara się ze swojego siostrzanego oddziału zrobić
klona polskiej firmy. A tak się nie da! Tamtejszy rynek jest mniej
rozdrobniony od naszego, przez co wielkość średniej transakcji jest większa,
a zatem wyższe okazuje się też ryzyko straty. Czas życia resellerów wedle
moich obserwacji jest krótszy, czyli firmy szybciej powstają, ale też szybko
znikają. Żadna z firm IT nie jest spółką publiczną, a pozyskanie
danych do oceny wiarygodności partnera bywa trudne. Stąd działania
ubezpieczycieli są ostrożne i konserwatywne, a więc ubezpieczone
limity kredytowe skąpe i zbyt małe w stosunku do skali potencjalnego
biznesu. Co zatem można zrobić? Jak zawsze są dwie możliwości: albo (jak Tech
Data) trzymać się swoich pryncypiów i ograniczyć biznes do bezpiecznej
wielkości (ergo – stracić pozycję rynkową), albo, myśląc po polsku „jakoś
to będzie”, rzucić się głową do przodu. Tego typu podejście w przypadku
wpadki spółki giełdowej kosztuje podwójnie: raz odbija się na wyniku, a po
wtóre podważa zaufanie inwestorów. Za to płaci – głowami – zarząd.
Drugi dystrybutor
z Polski tłumaczy się ze swojego „czeskiego błędu” w innym obszarze
geograficznym. Chodzi o Action i wyniki jego niemieckiej firmy, czyli
Action Europe GmbH. Spółka zrobi mniejszy obrót, niżby chciał właściciel,
a baza klientów nie rośnie odpowiednio szybko. Poniżej oczekiwań rozszerza
się też zakres oferty dla rynku niemieckiego. Chciałbym wyraźnie zaznaczyć, że
moje uwagi nie dotyczą wykonania planów sprzedaży oraz prognoz na cały 2014
rok. Dotyczą jedynie nadziei tych, którzy inwestowali w rynek niemiecki
i liczyli na szybki return of investment. Niestety, nie brano pod uwagę
tego, że tam resellerzy nie gonią za każdym upustem i dla jednego euro nie
zmienią swojego dostawcy z dnia na dzień. Z kolei producenci
– odczuwający w czasach zastoju overdistribution – nie
powitali Actiona na rynku niemieckim z otwartymi ramionami. Zwłaszcza
dotyczy to znaczących amerykańskich graczy, którzy wolą współpracować
z Ingramem czy Tech Datą. I wreszcie Action, działając
z Warszawy, nie spodziewał się, że tyle kłopotów przysporzy prowincjonalne
położenie Devila GmbH na gospodarczej mapie Niemiec. Brunszwik to nie pobliski
Wolfsburg (stolica Volkswagena), a taki pracodawca jak Devil to nie marka
o prestiżu VW.
Zmiany, które są dokonywane w Action Europe, świadczą
o tym, że firma już wie, iż musi weryfikować swoje nadzieje, ale nie
świadczą o tym, że już ma świadomość, iż popełniła „czeski błąd”. Raczej
przeciwnie – nominacja Sławomira Harazina na szefa Action Europe GmbH nie
oznacza chyba, że będzie tam mniej „polskiej myśli”. Ustanowieni prokurenci też
tego nie gwarantują. Obym się mylił i oby Action nie musiał korygować
swojego „czeskiego błędu” po raz wtóry.
Podobne wywiady i felietony
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Absurdalizm centralistyczny
Łatwo jest być kopistą, a trudno odkrywcą. Do tego drugiego brakuje u nas i kultury, i systemu, i wartości, i w końcu tradycji. Niech świadczą o tym statystyki dotyczące polskich startupów.
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Rozmowy o Polsce w językach obcych
Dziś po doświadczeniach XX wieku mamy w Europie pozycję, którą określiłbym miejscem w rodzinie przeznaczonym miłościwie dla dziecka, które ma schorzenie typu choroba afektywna dwubiegunowa.
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Herostratesi na miarę czasów
Spaliłem Artemizjon i co mi zrobicie? To właśnie szczyty polskiej polityki. A czy na naszym informatycznym podwórku nie ma Herostratesów?